We are in the business of hiring talent, both for our own organisations and when solving complex talent challenges for our clients, so understanding the drivers and psychology of the generations entering the workforce is ever more important.

As Generation Z continue to enter the workforce, they bring a fresh perspective shaped by their growing up in a digital-first, socially conscious world. So to attract, retain and motivate this dynamic generation, as recruiters, we must move beyond traditional hiring practices and delve into the psychology of candidate behaviour. By understanding Gen Z and how they make decisions, organisations can create recruitment strategies that align with their values and expectations.

What motivates Gen Z?

This generation is driven by a mix of intrinsic and extrinsic motivators, leaning toward intrinsic rewards, it would appear. Unlike previous generations, they prioritise purpose, meaning and alignment with personal values over financial incentives alone. Environmental sustainability, diversity and mental health and wellbeing resonate deeply with this cohort. 

As recruiters, we need to emphasise an employer’s mission and social impact during all hiring conversations. Highlighting sustainability initiatives, D&I efforts, or opportunities to contribute to meaningful projects can help capture attention and loyalty.

The role of cultural fit

This aspect can get a bad rap sometimes, probably down to a misunderstanding of meaning. Cultural alignment is a psychological factor that plays a significant role in both candidate behaviour and employer satisfaction. For Gen Z, cultural fit is not just about workplace norms, it is about shared values. They seek environments where inclusivity, collaboration and innovation thrive.

During the interview process, focus on assessing cultural compatibility through behavioural questions and providing truly realistic job previews – along with having a ‘best-in-class’ onboarding process when the time comes.

Flexibility and work-life balance

Post-pandemic, and the enormous shift in work models and patterns, this generation has led the charge for flexible, hybrid and remote working arrangements. The pros and cons of working models is for another day; however, employers that offer flexible work models will attract more of the Gen Z cohort. These employers will also speak more directly to the generation’s desire for autonomy and balance (both key elements of long-term job satisfaction) and the psychological need for control over their time. Trusting employees to manage their schedules can foster strong commitment and productivity.

Technology and innovation

As true digital natives, Gen Z employees expect workplaces to embrace technology that streamlines collaboration and efficiency, and fosters innovation. Outdated systems or a lack of tech investment can be a dealbreaker for this group.

As recruiters we need to emphasise an organisation’s commitment to digital transformation. Highlighting advanced tools, automation, along with opportunities for digital upskilling, will position your (or your client’s) firm as an employer of choice for tech-savvy Gen Z candidates.

Career growth

Gen Z values career growth and lifelong learning opportunities. Stagnation can be a deal breaker as it will not reflect the need for achievement, purpose and personal development. Offer mentorship programmes and clear and ongoing training plans. Adapting and consistently improving our ability to listen to the new and different demands of each generation can only benefit organisations – commercially and culturally.

The challenges of managing and leading a multi-generational workforce are different, equally challenging and hugely beneficial for your business – but that’s for another column!

Tara Ricks is a non-executive director, co-chair of Elite Leaders and director of Consulting Eve.